Marketing Communications: Culture and Messaging

Marketing Communications: Culture and Messaging

Instructor: Caleb Simmons

Included with

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5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

8 hours to complete

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

8 hours to complete

Flexible schedule

Learn at your own pace

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Shareable certificate

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There are 5 modules in this course

Culture and Messaging helps you master the art of creating marketing communications that connect and persuade.

This non-credit online course in marketing communications, offered by the University of Arizona Online through Coursera, is designed for working professionals and adult learners who want to upskill or reskill in cultural branding and persuasive messaging while exploring college-level coursework on a flexible basis. You’ll learn how cultural trends and consumer beliefs shape marketing messages, apply cultural branding strategies and storytelling techniques, and use practical methods to make your communications more memorable and effective. Through real-world examples and hands-on exercises, you’ll gain tools to design communication plans that deliver measurable results, strengthen your brand, and influence decisions in today’s competitive marketplace. This course offers a low-risk way to experience college-aligned learning, making it an excellent starting point for professionals considering continued education or a future pathway into University of Arizona credit-bearing programs. By the end of this course, you will be able to: 1. Recognize how cultural trends and consumer beliefs impact marketing messages so you can make informed decisions in real-world campaigns. 2. Apply cultural branding strategies and persuasive techniques to create messages that connect with audiences and support business goals. 3. Use storytelling and simple, practical methods to make your marketing communications more memorable and effective in your workplace. 4. Combine cultural insights and persuasive principles to design communication plans that deliver measurable results for your organization or clients. This the final course in the Management of Marketing Communications specialization. The other two courses are: - Marketing Communications: Intro to Consumer Behavior - Marketing Communications: The Customer's Journey Learners who complete this course and successfully pass the final exam may be eligible to earn University of Arizona credit through the credit‑by‑exam process. This option provides a flexible pathway for those interested in applying their learning toward future academic goals. For questions about eligibility, requirements, or next steps, please contact CAPE‑Info@email.arizona.edu.

This module examines how cultural shifts influence consumer behavior and brand meaning, and how marketers can strategically respond through cultural branding. Learners will explore the evolution of dominant ideologies—from the mid-20th century “Organization Man” to the modern “Free Agent Frontier”—and analyze how these cultural narratives create opportunities and tensions for brands. The module introduces cultural branding as a tool for integrated marketing communication, illustrating how brands like Nike, Apple, Fat Tire, and Levi’s leverage myths, storytelling, and symbols to connect with consumers’ unmet ideological goals. Through case studies and examples, learners will gain practical insights into crafting culturally resonant strategies that differentiate brands in competitive markets.

What's included

5 videos5 readings1 assignment1 plugin

5 videos Total 36 minutes

Cultural Change - Part 1 10 minutes
Cultural Change - Part 2 6 minutes
Cultural Strategy - Part 1 5 minutes
Cultural Strategy - Part 2 10 minutes
Cultural Strategy - Part 3 6 minutes

5 readings Total 50 minutes

Holt-Chapter 9, Cultural Innovation Theory 10 minutes
Peer Effect on Brand Activism 10 minutes
A Case Study of "Levi's The Greatest Story Ever Worn" 10 minutes
Optional: Cultural Change Slides 10 minutes
Optional: Cultural Strategy Slides 10 minutes

1 assignment Total 30 minutes

Module 1 Quiz 30 minutes

1 plugin Total 15 minutes

Cultural Marketing and Branding: A Talk Between Douglas Holt and Domen Bajde 15 minutes

This module explores how brands create cultural meaning to build strong emotional connections with consumers. Learners will examine the principles of cultural branding—using myths, symbols, and stories to address consumers’ unmet ideological needs—and learn how to craft narratives that resonate in a shifting cultural landscape. The module covers strategies for leading culture rather than following trends, updating brand stories as culture evolves, and standing boldly for target audience values. It also introduces practical techniques for making brand communications memorable and persuasive, including simplicity, emotional appeal, and storytelling. Real-world examples from Nike, Budweiser, Mountain Dew, and Marlboro illustrate how cultural branding drives differentiation and loyalty.

What's included

6 videos6 readings1 assignment

6 videos Total 52 minutes

Cultural Branding Tips - Part 1 8 minutes
Cultural Branding Tips - Part 2 7 minutes
Cultural Branding Tips - Part 3 8 minutes
Sticky Messages - Part 1 11 minutes
Sticky Messages - Part 2 11 minutes
Sticky Messages - Part 3 7 minutes

6 readings Total 60 minutes

Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 10 minutes
The Two Skills Every Marketing Student Must Learn 10 minutes
Optional: Cultural Branding Tips Slides 10 minutes
Writing 'Sticky' Marketing Copy: 15 Proven Methods 10 minutes
Need to Make Your Message Stick? Science Says Do This...and This and This 10 minutes
Optional: Sticky Messages Slides 10 minutes

1 assignment Total 30 minutes

Module 2 Quiz 30 minutes

This module explores the principles and strategies behind creating marketing messages that truly persuade. Learners will examine why many campaigns fail to influence behavior and how psychological factors—such as reactance, prior beliefs, and trust—shape consumer responses. The module introduces practical techniques for overcoming resistance and crafting messages that resonate, including aligning with consumer goals, validating existing beliefs, and leveraging trusted sources. It also highlights the power of narrative and metaphorical language to engage emotions and reduce counter-arguing, supported by research and real-world examples. By the end, learners will understand how to design persuasive communications that drive action in competitive markets.

What's included

3 videos4 readings1 assignment

3 videos Total 24 minutes

Persuasive Messages - Part 1 5 minutes
Persuasive Messages - Part 2 10 minutes
Persuasive Messages - Part 3 9 minutes

4 readings Total 40 minutes

The Art of Persuasion in Advertising: Why Smart Marketing Still Wins Hearts 10 minutes
The 7 components of a Brilliant Marketing Message 10 minutes
Narrative and Metaphorical Persuasian in Advertising 10 minutes
Optional: Persuasive Messaging Slides 10 minutes

1 assignment Total 30 minutes

Module 3 Quiz 30 minutes

This final module assesses your ability to integrate and apply concepts from the course—including cultural branding, persuasive messaging, and integrated marketing communication strategies—through a comprehensive final exam and a graded assignment. It is designed to demonstrate mastery of key principles and practical skills for creating effective marketing communications.

What's included

2 assignments

Congratulations on completing the course! If you successfully pass the final exam, you may be eligible to receive University of Arizona credit through the credit‑by‑exam process. This opportunity allows you to translate your work in this course into an official academic credential. For more information or support with the process, please reach out to CAPE‑Info@email.arizona.edu.

What's included

1 assignment

Instructor

Caleb Simmons

University of Arizona

1 Course 1 learner

Offered by

University of Arizona

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